Own
the Region
A regional content + community strategy
Find the people.
Move some iron.
Tell the story.
- Supplements.
- Training.
- Moving iron.
Discipline +Consistency
Cory and Dustin's real product is the belief that showing up, doing the work, and stacking days changes you.
The weight room is where they teach it.
And those lessons don't stay in the weight room. They creep into business, relationships, fatherhood, confidence, health, and how people approach their lives.
Reach.
Proximity.
- “I follow Cory & Dustin.”
- “They came to our gym.”
- “They trained with my buddy.”
- “They know our owner.”
- “They told our story.”
Turn a national audience into a regional community.
Across the region are thousands of people who already embody what Max Effort stands for.
- 01The owner who's opened the doors at 5 AM for 30 years.
- 02The 62-year-old who's trained four days a week since college.
- 03The dad who lifts before his kids wake up.
- 04The business owner who learned how to work under a barbell.
- 05The person nobody knows on social media who hasn't missed a Monday in twenty years.
They're consistency stories.
- Old-school gyms.
- Powerlifting gyms.
- Bodybuilding gyms.
- Independent weight rooms.
- Places with history.
- Places with characters.
It's where we go looking for the story.
Cory & Dustin show up.
They train.
They listen.
They find the people who've built something through discipline.
And they tell their stories.
Start in our backyard.
- 01Columbus
- 02Cleveland
- 03Cincinnati
- 04Indianapolis
- 05Pittsburgh
Follow the existing heat.
Use Max Effort customer data to identify concentrations of current and former subscribers, then overlay those concentrations with gyms, relationships, and potential stories.
Data tells us where to start.
Stories tell us where to go next.
Find the Heat
At the same time: identify 30–50 potential gyms.
10–15 priority gyms
5–8 ready for immediate outreach
- 01Current subscribers
- 02Former subscribers
- 03Long-tenured / high-value customers
- 04Social audience geography
- 05Gym relationships
- 06Retail relationships
- 07Team relationships
Find the People
Don't just ask: “What are the best gyms?”
“Who's the most disciplined person in this place?”
“Who's been showing up here forever?”
“Who has a story Cory & Dustin need to hear?”
Optimize for people worth meeting —
not just gyms worth visiting.
- 01Identify 1–3 potential characters at every stop before Cory & Dustin arrive.
- 02Book September and as much of October as possible.
Hit the Road
Start in Columbus.
Refine the format.
Then move into the markets identified by the data.
Keep production loose enough to feel authentic and structured enough to become recognizable.
It shouldn't feel like Cory & Dustin are hosting a show. It should feel like they went somewhere interesting and met someone worth knowing.
- 01Show up
- 02Train
- 03Listen
- 04Find the story
- 05Share the lesson
One visit→A week of content
The hero story
The person they came to meet.
The workout
Moving iron together.
The lesson
What training taught them about life.
The moment
A powerful 30–60 second clip.
The gym
History, equipment, culture.
The characters
The unexpected people they meet.
The conversation
Long-form material.
The images
Portraits, training, environment.
One great person can fuel a week of content.
Build the Flywheel
“Who's the most disciplined person at your gym?”
- 01Find the community
- 02Show up
- 03Move some iron
- 04Find the story
- 05Share the lesson
- 06Their community shares it
- 07Max Effort reaches more people like them
- 08Find the next story
Now people aren't just consuming Cory & Dustin's content. They're helping them find the next story.
And that's the territory Max Effort can own:
Discipline changes people.
Moving iron is how Cory & Dustin get them there.
